• ASSET: Advanced structural
system for tomorrow's infrastructure (materials)
The main objective of ASSET
was to develop a strong and lightweight independent decking or
flooring system made of advanced composite profiles used as structural
components, for bridges and other building structures. The project
established a comprehensive website which provided a wide range
of downloadable literature and other information and pictures.
It also resulted in very substantial deliverable in the form of
a prototype road bridge near Oxford in the UK – the first
such in Europe. The official opening was an obvious focus for
a media event that, with a little imagination, attracted much
TV, radio and press attention – including some overseas
journalists.
Key communications lessons:
- Visual gimmicks – such as a tank opening the bridge
– attract good media attention
- Good branding helps – ASSET has now become the name
of the system
- Make maximum use of partners’ facilities
- Use professional help when necessary – such as a PR
‘machine’ for a media event
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